Pay-Per-Click (PPC) Advertising Best Practices
Internet Insights
Key Components of a PPC Campaign
Account set up
Planning Campaign Architecture
Ads and Landing Pages
Geo Targeting
Network Choice
Day Parting
Daily Budget Calculations and Pacing
Campaign Management
Measurement – Let’s Align our Expectations
*Source: Wikipeida.org
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Account Set Up
Correctly setting your account up-front is key
An account communications e-mail address
Set up and integration with Google Analytics
Billing arrangements• Prepay• Credit card: requires CC authorization
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Campaign ArchitectureCampaigns & Ad Groups
Budget vs. Keyword management
for example:
Campaign 1 - SharePoint
Ad Group 1 - What is SharePoint
Ad Group 2 - SharePoint Resellers
Ad Group 3 - SharePoint Integration
Campaign 2 - CRM
Ad Group 1 - Microsoft CRM
Ad Group 2 - CRM Resellers
Always Use Negative Keywords
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PPC Ads
Ad Copy and Calls-to-Action
Visitors are more likely to convert when they see their search phrases in ad copy • Headline• Display URL
Entice them with an offer or incentive
Prompt with a Call-to-Action (CTA)
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Landing Pages
Click to …Avoid using your home page
Synch ads with content on website• Ecommerce – use product pages• B2B – use services pages
For branded ads, consider taking clickers to the most popular pages/products on the site or your services (B2B)
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Geo Targeting vs. Geo Phrasing
Geo Targeting
Used to target specific geographic area (on a map)• Local business that only serves local clients• Business with field office locations throughout the US• E-Commerce site that only accepts USD
Geo Phrasing
Using geographic related phrases regardless of geographic location
• Orlando car rental• Florida hotels• New York & Company clothing
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Networks
Search Network
Pull-based Marketing•Searcher is looking for content
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NetworksContent Network
Pushed-based Marketing• In front of relevant traffic• Exponentially increases impressions
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Day PartingAllows you to manage your budget based on:
•Search peaks throughout the day and week
•Searches that most likely lead to clicks
•Clicks that most likely lead to conversions (based on a measurable amount of data)
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Daily Budget and Pacing
To Avoid Over-spend• Monthly budget divided by 30 (avg)• Monthly budget divided by 22 (no weekends)• Keep day parting in mind
To Avoid Under-spend• Missed opportunities could be costly for client• Used keyword tools to discover new opportunities• Trial content network for additional impressions and clicks
Use a keyword estimator tool to assist in determining starting points for keywords
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Campaign ManagementDaily Budget Management
• Bidding for position placement• Best position placement based on conversion data
Daily Keyword Management• Dial in on star performers
• Opportunity for more impressions / clicks / conversions?• New keyword variations• Search query report – additions to negative keywords
• Nix keywords • Costly clicks with no conversions• Decrease bids
Ad Management• Dial in on star performers• Nix non performing ads• A/B testing
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Campaign Performance and Measurement
Use Google’s reporting tools to help determine successes• Keyword performance
• Destination URL performance
Google Analytics• Position report
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